In a unique collaboration between luxury ice cream maker Häagen-Dazs and world-renowned pastry chef Pierre Hermé, an exquisite new macaron ice cream range has landed on shelves in Asda, followed by a wider grocery and wholesale roll-out in March.
Available in pint and mini cup formats, the collection is a love story of ice cream and macaron with Parisian flair. The two classic flavours; Strawberry & Raspberry and Double Chocolate Ganache, both bring an iconic and pure French “amour” taste experience that can be enjoyed at home. The high-profile partnership is set to be Häagen-Dazs’ biggest NPD launch ever.
The innovation brings to life Paris in a pint, leveraging consumer demand for indulgent ice cream experiences without compromise. Crunchy, chewy mini macaron shells have been added to the creamy ice cream, igniting the perfect balance of the dreamy taste of Häagen-Dazs with the Pierre Hermé macaron’s signature almond flavour.
Häagen-Dazs will be implementing a full 360 marketing campaign to elevate the launch, with experiential events and influencer activity to drive awareness of the product as the summer’s most fashionable treat and must-stock ice cream of the season.
“Pierre Hermé is celebrated for his exquisite macarons and together with the iconic ice cream of Häagen-Dazs, a new era of magical indulgence is here. The partnership showcases the true craftsmanship of both brands; passionate about innovating and re-interpreting classic favourites and creating extraordinary experiences,” shares Jose Alves, head of Häagen-Dazs UK.
“I am very excited and proud of our new collaboration. For the past 20 years, I have constantly been creating and reinterpreting my macaron recipes, which is my favourite creative terrain. My macarons are my identity so to put them in an ice cream I needed to work with the very best. Häagen-Dazs is just as passionate as me when it comes to quality, taste and crafting things in a new way so collaboration was established from the first bite”, said Pierre Hermé.
The Häagen-Dazs X Pierre Hermé 2023 collection is available globally starting with select retailers in UK & France from February 2023 followed by a wider launch across Europe, Asia, Latin America, and Middle East in spring-summer. Tesco will launch an exclusive stickbar format in the UK from March onwards.
